Editor’s Be aware: Persevering with with our particular version of Ramadan Bytes, the place entrepreneurs from identified manufacturers within the area share their ideas on Ramadan 2023 and the modifications they anticipate, we spoke to Ms. Madhlina Thomas, Senior CRM Govt at Manufacturers For Much less, concerning the insights manufacturers use to develop a marketing campaign and the way empathy performs a vital position in campaigns throughout Ramadan.
Please share a short about your background and your position at BFL.
I work because the Senior CRM Govt @brandsforless, I’m liable for overseeing buyer retention methods and packages to make sure that clients stay happy and constant to the corporate. A few of my key duties embody analyzing buyer information and suggestions, figuring out buyer wants and considerations, growing and implementing retention methods, collaborating with different departments to enhance the client expertise, and monitoring the effectiveness of buyer retention efforts. The final word purpose is to cut back buyer churn, enhance buyer loyalty and advocacy, and contribute to the long-term success and progress of the corporate.
How do you anticipate this yr’s Ramadan Season to be? Do you assume there could be some new tendencies noticed in comparison with 2022?
Among the key tendencies we noticed in 2022 had been digitalization, the place members of the family had been breaking their quick just about and spending lots of time buying on-line, which majorly boomed the net buying and enhanced digital engagement
I consider in 2023, we are going to see a mixture of outdated and new tendencies. The brand new one could be extra in-person/offline occasions, the place everybody can go to locations and spend time with their family members. One prime instance of this may be Expo Ramadan Competition.
Ramadan is a interval of prayers, reflection, and group. How do you see manufacturers together with empathy, of their campaigns? Is there any marketing campaign that you can imagine for example of this?
Sure, a few them. So final yr throughout Ramadan what we did was we didn’t provide reductions as such, however we targeted on how a marketing campaign can join us extra with the client, the place they will be taught extra concerning the model BFL, what we provide, and what are the ranges of issues that we provide.
One of many campaigns was Prepare dinner For Much less, the place we used to take up some merchandise from Properties For Much less and used to tell the client about totally different dishes that we will cook dinner with these vessels. And each day we had some new dish that the client might put together, for breaking for the Iftar principally.
One other instance is a Most cancers Therapy hospital from Egypt that launched an commercial on the building of the hospital to unfold the phrase about how small donations assist construct and deal with the life of children coping with most cancers.
A essential side we noticed is that clients favor buying after a sure time period throughout Ramadan. Just like this, what are some insights that you simply have a look at whereas constructing a Ramadan Marketing campaign?
The insights that we have a look at are majorly the engagement by means of clients. For instance, clients would like buying in the course of the night, as a result of the whole day they’re fasting, they’re praying, and after Iftar, they wish to spend a while alone, or spend time with the household. So that they bask in some on-line buying, they’d in all probability step out and go to the retail shops.
One other perception we discovered was that lots of customers additionally consider in gifting throughout Ramadan. They offer items to their households and mates. So what we concentrate on by selecting up these insights is that we will create some reward information for these clients, the place items for every and everybody who would are available in relation to them, they will simply simply choose these items and reward to their close to and pricey ones.
What’s the position performed by a buyer engagement platform to supply the insights?
The position of a buyer engagement platform is significant as a result of it helps us establish which lifecycle stage the client is at. With these platforms, we will predict, we will analyze, we will collect details about the way to nurture these clients, when is the client really going to go dormant or what’s the buyer really searching for?
So I feel one of many platforms that we’re related to is MoEngage, and MoEngage gives very deep insights. We’re additionally capable of attain out to clients by means of their most well-liked channels. Like for instance, we will ship electronic mail, SMS, push notifications, and WhatsApp. There are totally different channels that now we have with MoEngage, and it turns into a lot simpler to strategically enter, which channel, at what time, and thru what channel – based mostly on the insights now we have to achieve/have interaction these clients.
What are some methods manufacturers ought to develop to make sure that there may be not a serious drop in engagement metrics publish a vacation season?
Throughout the Ramadan interval, lots of Manufacturers can observe the rise in App/Net Visitors, which can drop publish the vacation season. To make sure and retain the visitors, the Manufacturers can and may spend lots of time analyzing which lifecycle stage the client falls at and set off campaigns (with or with out incentive).
Manufacturers also can concentrate on New model launches/Product drop alerts, which might appeal to curious clients, thereby serving to with engagement and conversion.
Thanks a lot, Madhlina, for chatting with us and sharing your ideas on how manufacturers can have interaction with clients throughout such a particular time.
Readers, you may join with Madhlina for extra ideas and recommendation on buyer engagement throughout Ramadan, and in addition be careful for her upcoming podcast on Ramadan Purchasing Competition.
What to Learn Subsequent:
- Driving Engagement Throughout Ramadan with Sustainability
- Advertising Throughout and Submit-Ramadan: Insights From Attire Group
- Decoding Hyper-personalization in Retail Advertising with Sharad Harjai
- Buyer Retention Methods for E-commerce and Retail Manufacturers [Marketer Spotlight]
- Consumer Retention As The Key to Progress for 2Checkout [Marketer Spotlight]
